If you're not getting enough Chapul...

If you're not getting enough Chapulin Colorado or Christina in your daily TV fix, don't irritate because on Sept. 1 Spanish-language programming will make improvement by 14 new channels in Chicago.

Whether you desire flat more geeky Spanish-speaking, tights- wearing superheros, mouthy chat-fest queen or movies, just discovereds and sports from Latino America, you'll probably be able to find it upon RCN cable's enhanced Hispanic tier.

Herndon, Va.-based RCN Corp., the No. 2 provider of cable-TV services in the Chicago area, is rolling disclosed new Spanish language programming, part of a trending nationally to reach the increasing well- heeled and booming Hispanic audience.

The Hispanic market is literally a cash daunt for advertisers who use cable television channels parted by language and ethnicity to target consumer equal by conservative estimates, like those from the U Bureau of Economic Analysis, which used a intermix annual growth rate estimate of 77 percent in its projections, the U Hispanic population will wield an estimated $1 trillion in purchasing power through 2010.

"We chose to create this tier specifically for Hispanics between the sides of our research," said Lisa Barder,

RCN Investor Relations specialist. "We recognize in what way diverse the culture and heritage is, and the

able to endure sense of family within this population. We wanted to specifically create a result which covers everybody."

RCN is adding what programmers call a Hispanic tier: a assemblage of channels fitting into undivided genre or common interest. Within that tier, existing customers will have access to 14 fresh channels of Spanish language appease in addition to their 23 general Spanish language channels.

Far from being just more of the eye-candy variety exhibits like Don Francisco's often eye-popping "Sabado Gigante" or bodice-ripping "telenovelas," RCN's tier features four separate packages: lifestyle/ entertainment, family/children, sports and region of origin.

- The lifestyle/entertainment package will feature music videos, talk exhibits and movies.

- The family/children package will provide Spanish-language educational programming along with cartoons and kid present to views that reflect the varying orders of acculturation in what is itself a diverse population.

- The sports package will provide coverage of Latin American athletic competitions from soccer to guild football (yes, with real pigskin) and baseball.

- The region of origin package provides of the present days and original programming from across Mexico and southward America. Six different channels will bring familiar media and entertainment faces from Puerto Rico, Ecuador, Peru Colombia, Mexico and the Dominican Republic into Chicago familys

For novel customers, it's all about the flexibility to mix and match viewing predilections Customers will be permitted to purchase any combination of the four channels. However, RCN won't disclose pricing for the packages until Friday.

"It's extremely unique to Chicago," said Tom McKay, general manager of the Chicago office. "You can corrupt the limited basic package, and then add the individual packages without having to purchase expanded basic. We make it highly economical for mainly Spanish-speaking households because we recognize the economics of what they want to buy"

With the U Census Bureau reporting that in October the country's 300 millionth resident will be born -- and he or she probably will be Hispanic -- it's clear the market can bear more Arthur, low-spiriteds Clues and Looney Toons en Espanol.

"We did a contemplate during six months at trade exhibits in markets, on streets, with sales representatives, programmers all through the whole extent of the country," said Dave Parson, a partner in the tier's frame management team. "Now we're bringing one of the most requested Hispanic programming based upon research [we did] in the communities to diocese what they want provided to them."

Bruce DuMont sink and president of the Museum of Broadcast Communications, beholds RCN's move as a slam dunk

"Given the tremendous product of the Hispanic community, it's obvious they exhibit a tremendous opportunity for any entity in the commercial arena," DuMont said. "The succes of cable TV is that they've been able to target ease and deliver it to those who wish to procure it."

RCN plans to build its customer base through reaching Spanish speakers through more than traditional print ads and direct mail. RCN plans in succession partnering with and buying radio specks on stations such as La Ley (1079 FM) and Que Buena (1051 FM)

Catering to well-recognized Hispanic consumer behavior patterns, RCN is going to rely mainly onward building long-term relationships, bolstered by the agency of word of mouth.

"We've hired one direct sales reps who speak Spanish to go on out into neighborhoods, and Spanish customer service representatives," Parson said. "This is more of a relationship sales, more door knocking, flyering, partnering with programmers, and we've met with local community organizations like the Chicago Michoacan group"

unless RCN isn't the only Spanish-language game in town. No. 1 Comcast has been offering Spanish language television programming for three years, and Carlos Morales, Comcast manager of Hispanic marketing, plans to expand Comcast's present 25-channel Spanish language slate.